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Delivering WOW: Creating Customer Advocates Through Service Bandung, 29 Oktober 2013.

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Presentation on theme: "Delivering WOW: Creating Customer Advocates Through Service Bandung, 29 Oktober 2013."— Presentation transcript:

1 Delivering WOW: Creating Customer Advocates Through Service Bandung, 29 Oktober 2013

2 BANDUNG EXCELLENT SERVICE TAXI OPERATOR  BLUE BIRD SHOPING MALL  TSM MOTHERNITY HOSPITAL  RSIA LIMIJATI PRIVATE HOSPITAL  ST. BOROMEUS MEDICAL LABORATORY  PRAMITA LAB MOTORCYCLE DEALER  HONDA DAYA ADI CIPTA CAR DEALER  TOYOTA AUTO 2000 HOTEL  TRE TRANS LUXURY HOTEL

3 BANDUNG EXCELLENT SERVICE INTERNET PROVIDER  THREE FIXED BROADBAND  TELKOM SPEEDY CELULAR OPERATOR  TELKOMSEL MOTORCYCLE FINANCING  WOM ISLAMIC BANKING  BANK MUAMALAT INDONESIA CONVENCIONAL BANKING  BJB ( 150T)

4 BEST CHAMPION EXCELLENT SERVICE

5 SKYTRAX AWARDS GARUDA INDONESIA THE WORLD’S BEST WORLD TOP 10 AIRLINES 1.EMIRATES 2.QATAR AIRWAYS 3.SINGAPORE AIRLINES 4.ANA ALL NIPPON AIRWAYS 5.AISANA AIRLINES 6.CATHAY PASIFIC AIRWAYS 7.ETIHAD AIRWAYS 8.GARUDA INDONESIA 9.TURKISH AIRLINES 10.QANTAS AIRWAYS WORLD AIRLINES AWARDS BEST ECONOMY CLASS SEATS 1.GARUDA INDONESIA 2.ASIANA AIRLINES 3.KOREAN AIR 4.SINGAPORE AIRLINES 5.QATAR AIRWAYS 6.JAPAN AIRLINES 7.OMAN AIR 8.ANA ALL NIPPON AIRWAYS 9.THAI AIRWAYS 10.MALAYSIA AIRLINES

6 Every Business is Service Business No body doubt the importantance of service quality for company’s business growth, especially in a highly competitive market

7 WHYWHATHOW

8 Customer Journey: 4A AWARNESS ATTITUDE ACT ACT AGAIN A1 A2 A3 A4

9 Customer Journey: From 4A to 5A AWARNESS ATTITUDE ACT ACT AGAIN A1 A2 A3 A4 AWARE APPEAL ASK ACT ADV OCA TE A1 A2 A3 A4 A5

10 Customer Journey: From A4 to A5 A1 A2 A3 A4 A5 AWARE APPEAL ASK ACT ADVO CATE PASIF AKTIF

11 Creating WOW Service Delivery OK!AHA!WOW! SERVICE IN NEW ERA WOW SAAT INI BELUM TENTU WOW DI MASA BERIKUTNYA BISA JADI BERUBAH MENJADI AHA! ATAU BAHKAN OK!

12 WOW NYAMANOTENTIKENAK

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14 SERVICECARE WOW

15 WHYWHATHOW

16 Service Management Imperative Company Iniatiatives SOP Standard Operating Procedure SBP Service Blue Print SBP Service Blue Print VBP Values Based Principle VBP Values Based Principle Emphasize Service Product Management Emphasize on Service proccess Management Emphasize on Service people management Customer Insights Needs and wants Anxieties and Desires Expectations and perceptions 1 2 3

17 New Wave Marketing: From Service to care Service Excellence Branded Service Care with character Service Provider Brand Ambasador Care Giver Learn from RETAIL INDUSTRY Learn from HOSPITALITY INDISTRI Learn from HEALTH CARE INDUSTRY

18 Shifting of Company: Create Service Excellence ASSURANCEEMPHATY RESPONSIVENES S TANGIBLES RELIABILITY EXCELLENT SERVICE NEEDS AND WANTS SOP Standard Operating Procedure Company needs to deliver excellent service to meet customer’s need and wants through standardization of service

19 RATER: Ensuring Service Quality 1.Reliability refer to the ability to deliver service as promised consistently and acurately 2. Assurance refer to employee’s knowledge and courtesy and their abilityto create trust and confidence 3. Tangible fefer to physical evidence, equipment, and the appearance of service personel 4. Emphaty refer to depth of personal caring and attention which company provide to its customer 5. Rreponsiveness refer to the willingness to help customer and deliver service on time ASSURANCEEMPHATY RESPONSIVENES S TANGIBLES RELIABILITY

20 Excellent Service: Learn from retail industry STEW LEONARD 1.RULE 1 The customer is always right 2. RULE 2 If the customer is ever wrong, re read rule 1 STEW LEONARD 1.RULE 1 The customer is always right 2. RULE 2 If the customer is ever wrong, re read rule 1 This principle is so essential to the foundation of the company that it is etched in a three-ton granite rockat each store’s entrace

21 Shifting of Company: Create Service Excellence EXPERIENTAL SERVICE EXPECTATIONS AND PERCEPTIONS SBP Service Blue Print Company needs to create experience to meet customer’s expectetions and perceptions through service blue print

22 Service Blue Print Service Standards for each step Define standards for front- stage activities 2. Customer Action Identify main customer activities 3. Desired Experience Identify customer experiences 4. Phisical Evidence Specify physical evidence 5. Line of Interaction 6.Contact person “Visible Action Frontstage action by customer- contact personel 7. Line of visibility 8. Contact person” Invisible Actions by customer-contact personel 9. Line of internal physical Interaction 10. Support Activities Support processes involving other service personel

23 Experiential Service: Learn from hospitality Credo 1.The Ritz-Carlton Hotel is a place where the genuine care and comport of our guest is our highest mission 2.We pledge to provide the finest personel service and facilities for our guest who will always enjoy a warm, relaxed, yet refined ambience 3.The Ritz-Carlton experience enlivens the senses, instills well being, and fulfills even the unexpressed wishes and needs of our guest Motto At the Ritz-Carlton Hotel Company, LCC, “We are ladies and gentlemen serving Ladies and gentlemen” This motto exemplifies the anticipatory service provide by all staff members

24 Shifting of company Initiative: Create personal caring CARING SERVICE ANXIETIS AND DESIRES VBP Values based Principle To truly understand customer’s anxienties and desires, even service blue print is not enough. Company needs a true care through values based principle VALUE BASED PRINCIPLE

25 VALUES BASED PRINCIPLE TRUSTW ORTHIN ESS RESPECT RESPON SIBILITY FAIRNES S CARING CITIZEN SHIP

26 CARING SERVICE: Learn from health care industry MAYO CLINIS’S MODEL OF CARE: PATIENT CARE  A team approach that relies on a variety of medical speciaist working together to provide the highest qualitycare  An unhundread examination of each and every patient with time to listen to the patient  physicians taking personel responsibility for directing patient care in partnership with the patient’s local physician  The highest-quality care delivered with compassion and trust  Respect for the patient, family and patient’s local physician  Comprehensive evaluation with timely, efficient assessment and tretment  Availability of the most advanced, innovative diagnostic and therapeutic technologies and tachniques

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